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1. COURSE OBJECTIVES
The course equips students with basic knowledge about branding in international business. It also provides tools for building, positioning and developing brands in international business.
2. COURSE CONTENT
No.
Content
Time Allocation
Contribution to CLO
Hour(s) on the class
Essays, Exercise,
Assignments...
Self-study with teacher’s tutorials
Lecture
Practice, Seminar…
1 - 4
Chapter 1: Overview of brands in international business and brand-building process
9
3
4
20
1; 2; 5
5 - 8
Chapter 2: Market research; vision and mission of brands
9
3
4,5
20
1; 2; 3; 4; 5
9 - 12
Chapter 3: Brand positioning and development strategy
9
3
8
20
1; 2; 3; 4; 5
13 - 15
Chapter 4: Building a brand identity and communication system
3
6
6
22.5
1; 2; 3; 4; 5
Total
30
15
22,5
82,5
3. COURSE ASSESSMENT
- Score ladder: 10
- Type of assessment
Form
Content
Criteria
CLO
Proportion
Formative
Attendance
Students have to attend all the lectures, complete all the assignments and express their opinions in the lectures
The number of attendances and participation in lesson
1; 2; 3; 5
10%
Midterm test
Subjects covered in this course
Writing test/ assignments/ presentation/ group work
1; 2; 3; 4; 5
30%
Bonus Points
Correctly answering questions in class will be awarded a bonus point of 0.2 pts in the mid term or 0.1 in the final test
Summative
Final test
Subjects covered in this course
Writing exam (Multiple-choice and/or essay questions), Assignments, Report, Project, Oral Examination, or a combination of the above
1; 2; 3; 4; 5
60%